Final Status

7/27/2019 Final Status

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A

Project Report

On

To Study Market Potential & Suggesting Marketing

Strategies for John Deere SSL Product

Submitted to

University Of Pune

In Partial Fulfillment of the Requirements for aard of the !e"ree of

MASTERS O !"S#$ESS ADM#$#STRAT#O$

#y

Akshay %ondra #nternational !usiness

Under the $uidance of

Dr' Shanta Arakeri

S#$()AD #$ST#T"TE O !"S#$ESS ADM#$#STRAT#O$

A$D

*OMP"TER APPL#*AT#O$ LO$A+ALA

,-./-0-./12

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DE*LARAT#O$

I% the undersi"ned% hereby declare that the project report entitled &o Study 'ar(et Potential

) Su""estin" 'ar(etin" Strate"ies for *ohn !eere SS+ product, ritten and submitted by

me to the University of Pune% Pune in partial fulfillment of the requirement for the aard of

de"ree of 'asters Of #usiness Administration under the "uidance of Prof- Shanta Ara(eri% is

my ori"inal or( e.cept the topics on or"ani/ational profile and the conclusions dran

therein are based on the material collected by myself-

Place0 +onavala

!ate0 A(shay 1ondra

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#$DE3

*O$TE$TS Page $o'

A213O4+5!$5'53& 67

28AP&5R 9 0 Introduction 6:;9:

28AP&5R < 0 Profile of the Or"ani/ation 9=;

28AP&5R > 0 Research 'ethodolo"y


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A*%$O4LED)EME$T

I ta(e this opportunity and privile"e to e.press my deep sense of "ratitude to Professor

'-3-3avale% 8onorable Founder President% !r- 'rs-G S-'-3avale% Founder Secretary% &he

Sinh"ad &echnical 5ducation Society% Pune and !r- Para" 1al(ar% !irector SI#A2A- &hey

have been a source of inspiration to me and I am indebted to them for initiatin" me in the

field of research-

I am deeply indebted to Faculty 'ember% SI#A2A !r- Shanta Ara(eri% my research "uide at

Sinh"ad Institute of #usiness Administration ) 2omputer Application% +onavala ithout

hose help completion of the project as hi"hly impossible-

I ta(e this opportunity and privile"e to articulate my deep sense of "ratefulness to the

'ana"in" !irector% and the staff of the Indo $roup C *ohn !eere for their timely help and

positive encoura"ement-

I ish to e.press the special than(s to all the teachin" and non;teachin" staff members ofSinh"ad Institute of #usiness Administration and 2omputer Application% +onavala for their

continuous support- I ould li(e to ac(noled"e all my family members% relatives and

friends for their help and encoura"ement-

Place0 SI#A2A% +O3AHA+A

!ate0 A1S8A 1O3!RA

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I3&RO!U2&IO3

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Indo Marine Engineering Co. Pvt. Ltd.

(INDO GROUP JOHN DEERE)

AG Incepted in 9E?6 as a 'arine $ear #o. manufacturin" company% Indo 'arine has come a

lon" ay from supplyin" 'echanical 'arine $ear #o. to no solutions in every hemisphere

in on;board 'arine 5quipments especially in 'arine Propulsion ) Au.iliary sets- Indo

'arine could undoubtedly be called the lar"est supplier in India for the idest ran"es of

'arine !iesel 5n"ines available orldide-

Indo 'arine provides turn(ey solutions includin" that of recommendin" the ri"htJ on board

marine equipment for your applications% its supply% installation ) commissionin"- &heyrecently restored a 9:6 years old vessel ith the 'aharana of Udaipur ith modern

equipments such as 'arine !iesel 5n"ines% 8ydraulic $ear #o.% #o &hrusters% 8ydraulic

'arine Steerin" Systems% 4indlass ) 2apstain (eepin" intact the essential herita"e of the

boat yet "ivin" it the most modern equipment available for unmatched comfort and cruisin"

e.perience-

&hey supply a ide ran"e of 'arine !iesel 5n"ines% 8ydraulic $ear #o.% Stern !rives%'arine $ensets% Steerin" Systems% Alternators ) 'otors% 'arine Fuel 2ells% #o ) Stern

&hrusters% #attery 2har"es% 4indlass% 2aptains% 4ater 8eaters% 5lectrical accessories and

+i"hts for internal and e.ternal applications- &hey have to our credit installation of above

types of 'arine 5quipmentJs on a Pan;Asia basis in India% Sri;lan(a% 'aldives )

#an"ladesh- 4ith dedicated and e.perienced service staff% Indo 'arine provides very

essential support in terms of installation% commissionin" ) prompt after sales service-

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#G &hey are associated ith *ohn !eere as there e.clusive sales and service representatives

for the territory of India and 'aldives for the S(id Steer +oaders-

*ohn !eereKs >66 Series S(id Steers are pac(ed ith improvements to help you "et more

done% more reliably% for less- 3e% turbochar"ed four;and five;cylinder &ier II;compliant

!eere diesels are noticeably smoother runnin" and quieter than before- !eliver more

horsepoer and torque rise% too- Reduced lever efforts on the >9? and >66 SeriesK ne turbochar"ed four and five;cylinder !eere diesels deliver more

horsepoer and torque- #ut thatKs not the only reason they outor( other s(id steers- &heir

e.tra ability comes from a unified desi"n that optimi/es hydraulics% lift capabilities% and

especially pushin" force- +ar"e standard tires% e.ceptional a.le torque% ei"ht% and superior

balance "ive !eere s(id steers the levera"e to di" in here others just spin- And their !irect

coupled hi"h;torque !eere diesels onKt ta(e no for an anser% either- 8orsepoer% pea(

torque% torque rise% a.le torque% and brea(out force ; the >66 Series top the charts in just about

every cate"ory-

ou onKt have to or( hard to be productive ith a *ohn !eere s(id steer- &he industryKs

best >=6;de"ree visibility ta(es the "uess and or( out of close;quarter maneuverin"- ou

onKt have to loo( hard to see the other operatin" advanta"es% either- Standard and available

delu.e suspension seats include adjustable er"onomically correct armrests for daylon"

support and comfort-

+o;effort steerin" controls are smooth and responsive% as are boom and buc(et functions-

&he enhanced overhead instrument panel includes an easy;to;vie electronic monitor ith

dia"nostic capability% and convenient% easy;to;operate sealed sitches- &hey also ent above

and beyond to help you or( more safely- Alon" ith retractable seat belt and quic(;pivot

ROPS% you "et a triple interloc( operator presence system that automatically applies the

bra(es hen the seat belt is unlatched% the operator leaves the seat% or the en"ine is shut

don- An in;cab;activated boom loc( (eeps the loader arms upri"ht hen necessary- And7


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slip;resistant self;cleanin" steps and four convenient "rab handles help ease entrance and

e.it- 4hen you add it all up% the >66 Series loo( "ood from any an"le-

ou put in lon" hours ; and they desi"ned the >66 Series to do just the same- #uilt in the

same factory as our hi"hly reliable cralers and bac(hoes% the >66 Series S(id Steers

introduce a ne level of uptime and durability- 4hen you (no ho theyKre built% youKll run

ith a !eere-

&he products and companies they represent in India are as follos0

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/2 John Deere Po5er Syste6s 7 "SA

Products0

*O83 !55R5 S1I! S&55R +OA!5RS S5RI5S >9>% >9:

*O83 !55R5 'ARI35 !I5S5+ 53$I35 ; @6 C ?:6 8P

-2 !eta Marine 7 "%

Products0

L 'arine Sea $oin" 8eat 5.chan"er cooled 'arine Propulsion en"ines from 96 to 9 to :6 (HAM and Per(ins% 2ummins and Scania poered sets

>6(HA to ?66(HA that are available to class-

82 *'M'D' *ostru9ioni Motori Diesel SPA 0 #taly

Products0

'arine !iesel 5n"ine ; =6 C


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JO($ DEERE

*ohn !eere marine en"ines are renoned for their poer and solid torque- &he ne

performance ran"e ma(es them ideal for fast plannin" cruisers in ne installations or as re;

poers- &hese are "reat value en"ines that really perform bac(ed up by one of the orldKs

"reat poer system companies-

*ohn !eere Poer&echN 'arine 5n"ines are quiet% reliable% and require minimal

maintenance- 4ith a ran"e comprisin" of 'arine !iesel 5n"ines from @6 hp C ?:6 hp *ohn

!eere offers a ide ran"e of 'arine 5n"ines- In India% e have had more than :66

installations till date spannin" in 'arine% Industrial and $enset mar(ets and many more

5n"ine are comin" in- All *ohn !eere en"ines are type approved ith members of the IA2S

SO+AS% A#S% !3H% +R% #H% RI3AG and hold emission certification from I'O- In India%

*ohn !eere 5n"ines are also certified by the ARAI Automotive Research Association of

India% PuneG for our entire ran"e of $enset 5n"ines-

In India% *ohn !eere 'arine 5n"ines have been installed in Fishin" &ralers% #ar"es% &u"

#oats% Police Patrollin" +aunches% Rescue Hessels% 8ouse #oats% atchs and many varied

application- &he first floatin" restaurant in India Planet 8ollyood, is commissioned ith :

3os- *ohn !eere Propulsion and Au.iliary !iesel 5n"ines-

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:"#*% SRL

Duic( srl is the Italian and orld leader in the production of nautical equipment- Duic(

distribute in over :6 countries includin" subsidiary Duic( USA ++2 in the United States-

&he product lines from Duic( are0 indlasses% bo thrusters% ater heaters% battery char"ers%

remote controls% electrical accessories and li"hts for internal and e.ternal applications ith

Duic( 'arine +i"htin"- In


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*'M'D' *ostru9ioni Motori Diesel SPA

$M means poerM poer that is predictable and reliable-

Poer that responds quic(ly to your every command- Poer that delivers the cruisin" speed%

durability and fuel efficiency you e.pect from a orld;class diesel- &he F3' diesels are

clean;runnin" and virtually free of smo(e- &heyJre quiet% too- *ust ri"ht hen you ant to

ma.imi/e your leisure time on the ater- &he en"ines are fully compliant ith the 5uropean

R2! emission standards- F3' "ives you the confidence to enjoy your time on the ater

ithout care or orry- &he confidence to (no your boat delivers the ultimate in

performance and dependability- our confidence is the reason for the close cooperation

beteen F3' and the boat builders- &his shoulder;to;shoulder collaboration has the purpose

of ensurin" the most trouble;free installation of the propulsion system into the boat- In a

society here our customers demand the ultimate solution C more efficiency% more durability%

more reliability C and here on the other hand the orld and the environment demand less C

less emissions% less pollution% less aste C the F3' diesels seem to be the perfect solution for

all needs and e.pectations-

Product +ine0 F3' 'arine Ran"e 0 =6 C


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!eta Marine

#eta 'arine has developed over the last


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DO$)0# #$D"STR#AL *o' Ltd'

!O3$;I I3!US&RIA+ 2o-% +td- is the leadin" manufacturer of 'arine transmission%

'arine steerin" system and Poer &a(e;Off- 4ith over presence for last 96 years in India%

!on";I has so far several installation in the country ith made in Fishin" &ralers% #ar"es%

&u" #oats% Police Patrollin" +aunches% Rescue Hessels% 8ouse #oats% achts and othervaried marine application% !on";I $ear #o.es have proved their capability in operation and

easy maintenance ith their customer base in India and today stand as a preferred 'arine

&ransmission for customers in India-

The 6ain


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O>?ecti@es of the Study

&o ma(e a study of competitive brands of *ohn !eere SS+ products inPune Re"ion,

&o Study 'ar(et Potential for *ohn !eere SS+ product in Pune Re"ion,

&o study customer e.pectation for SS+ products in Pune Re"ion,

&o desi"n competitive mar(etin" strate"ies for sales promotion of *ohn

!eere SS+ product in Pune Re"ion,

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2hapter 9> delivers best;in;class stability% visibility%

and serviceability- +i"htei"ht and a"ile% yet surprisin"ly poerful% this hi"hly capable

compact is the perfect si/e for confined areas- 5asy to transport beteen jobs sites too- So

you can "et more done% more reliably% for less- Features such as heavy;duty drive chains that

never need adjustment% easy;to;fill lar"e;capacity fuel tan(% and a self;cleanin"% no;"rease

Dui(;&atchN ensure itKs as easy to maintain as it is to run- Plus% this little dynamo is hi"hly

versatile- 5quip it ith any of the many 4or(site ProN attachments% and atch productivity

ta(e off-

1ey Features0

2.4L turbocharged diesel engine.

EPA Interim Tier 4 emission certified.

Four-wheel-drive owertrain.

!omuteri"ed in-cab monitors diagnostics.

Engine#

Emission $ating Interim Tier 4

Engine %a&e ' Engine %odel (ohn )eere ' Power Tech 4*24T

+et Power, & h/ 0 $ated rm 11. 4/ 0 24**

3ross ower, & h/ 1. 45/+et ea& tor6ue, +-m lb-ft/ 788 715/

)islacement, L cu in/ 2.4 745/

Engine asiration Turbo

Fuel caacit9, L gal/ 7:./

Performance0

;AE rated oerating caacit9, &g lb/ :2 72*/

;AE $

Tiing Load, standard, &g lb/ 774 22/

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=rea&out Force =oom, &+ lb/ 72.4 28**/

=rea&out Force =uc&et, &+ lb/ 74. 11**/

>ertical lift geometr9 $adial

!imensions0

Length with =uc&et, mm in/ 174* 724/

Length without =uc&et, mm in/ 244* 5/

idth without =uc&et, mm in/ 7** 5/

?eight to $


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O@er@ie5

Lightweight agility, heavyweight ability'

4hether youKre tiptoein" around /ero lot lines% tendin" livestoc(% laborin" indoors% or

removin" sno% this nimble s(id steer onKt have any trouble fittin" in- Its small stature

enables the >9: to slip comfortably throu"h narro openin"s and into ti"ht quarters- 'a(es it

easy to trailer and easy on turf too- #ut this li"htei"ht onKt "et pushed around- Optimal

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=676;ei"ht distribution "ives it the stability needed for handlin" heavy loads-

And its hi"h;torque turbochar"ed 9:% itKs not the si/e of the s(id steer in the fi"ht% but the si/e of the

fi"ht in the s(id steer-

1ey Feature0


E@cetional reliabilit9, ower, and tor6ue.

!utting edge, buc&et corners, and ui&-TatchB couler.

**-hour engine oil and three-micron h9draulic filters.

5n"ine0


E@cetional reliabilit9, ower, and tor6ue.

!utting edge, buc&et corners, and ui&-TatchB couler.

**-hour engine oil and three-micron h9draulic filters.

Performance0

;AE rated oerating caacit9, &g lb/ 87 7**/

;AE $

Tiing Load, standard, &g lb/ 712 1***/

=rea&out Force =oom, &+ lb/ 7:.1 15**/

=rea&out Force =uc&et, &+ lb/ 74. 11**/

>ertical lift geometr9 $adial

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!imensions0

Length with =uc&et, mm in/ 12:* 725/

Length without =uc&et, mm in/ 2:* 7*7/

idth without =uc&et, mm in/ 7** 5/

?eight to $


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*ha


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!ata can be collected throu"h various sources available in to different forms% primary and

secondary data-

Primary data

It is define as information collected directly from the source throu"h observation%

conversation% andor participation- &he de"ree of reliability% validity% and precision

required depends on ho you intend to use the information- Hisitor response to

surveys is one e.ample of primary data-

e!ondary data

It is define as information collected by others such as "overnment a"encies andor

nonprofits that pertain to your area of interest- &he de"ree of reliability% validity% and

precision in secondary data depends on ho it as collected and interpreted- 2ensus

data is one e.ample of secondary data-

SIT5 OF SA'P+50

&his refers the number of items 2ustomersG to be selected from the finite universe to constitute a

sample si/e- &he survey as conducted of :6 outlets-

3A&UR5 OF !A&A0

In this project report% the data is collected throu"h primary as ell as secondary data source-

Primary Source ; Duestionnaire form% 'ode of communication C Personal as ell as

throu"h emails and telephonic calls-

Secondary Source ; 2ompanies and other 4ebsites% Available !ata from companyJs

data base-

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*ha


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Data Analysis and #nter


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&abular form0

*ohn !eere &ere. 2aterpillar Others

96 9E 9@ 7?

Interpretation0

In the above $raph and table% e can see that the most brands prefered or

used by the company is from the others cate"ory- Other brands such as *2#%

$am/en and #obcat are used by the company- *2# and $am/en are the Indian

'anufacturers-

D


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&abular form0

Interpretation0

In the above "raph and table% e can understand that the number of SS+

are more of others cate"ory hich include *2# and $am/en here e can say that

the *ohn !eere product is less used in mar(et-

D>- 8o much ould you rate on folloin" parameters related to purchasin" decision of

SS+

Please "ive your ratin" on the scale of 9 to :% here 90 very lo% >0 avera"e and :0 very hi"hG

A= Price of the Product

30

*ohn !eere 2aterpillar #obcat Others

9< 7: 99>


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&abular form0

Hery

8i"h

8i"

h Avera"e +o

Hery

+o

9@ 97 @ ? >

Interpretation0

From the above "raph and table% e can understand that the purchasin"

decision of the S(id Steer +oader for Price of the parameter is very hi"h as >: @ 7 < 9

Interpretation0


decision of the S(id Steer +oader for Product !esi"n parameter is very hi"h as

7> out of :6 construction companies have rated for Hery hi"h and hi"h option

that means companies ant an e.cellent product desi"n% hich means john

deere has a potential mar(et in India-

*= Product A


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&abular form0

Hery 8i"h

8i"

h Avera"e +o Hery +o

9@ @ out of :6 construction companies have rated for Hery

hi"h and hi"h option that means companies are loo(in" out for "ood and

variety of applications hich ill "ive an ease to or( efficiently and

effectively- *ohn deere has appro. 9666 application for SS+-

D= rieght *harges Duties and TaBes

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&abular form0

Hery 8i"h

8i"


9

Interpretation0


decision of the S(id Steer +oader in terms of Frie"ht 2har"es% !uteis and

ta.es parameter is hi"h enou"h as >: out of :6 construction companies have

rated for Hery hi"h and hi"h option that means companies are conscious about

the e.tra frie"ht char"es thatJs the reason hy the companies are usin" or

loo(in" out for Indian #rands or hich are manufactured in india-

E' Maintainance and Re


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&abular form0

Hery 8i"h

8i"


9= 9> @ E 7

Interpretation0


decision of the S(id Steer +oader in terms of 'aintainance and repairs

parameter is hi"h enou"h as


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&abular form0

Hery 8i"h

8i"


Interpretation0


decision of the S(id Steer +oader in terms of After Sales Service parameter is

hi"h enou"h as >= out of :6 construction companies have rated for Hery hi"h and

hi"h option as the companies loo( for better after sales service- &hey also as( for a

variety of A'2 pac(a"es from the companies and that to from the companies

itself not from the third party service providers-

)= Deli@ery


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&abular form0

Hery 8i"h

8i"


@

Interpretation0


decision of the S(id Steer +oader in terms of !elivery period after order is placed

parameter is comparatively closer from very hi"h to avera"e as the product itself

consumes much time for manufacturin" process and in that also if the product is

not manufactured in india then it ta(es more days to "et the product delivered-3ormally companies ta(e 7 to : months to deliver the product- 8ere companies

hich have manufacturin" plant in india itself "ets some e.tra point-

(= License to dri@e SSL

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&abular form0

Hery 8i"h

8i"


6 = ? : out of :6 construction companies have rated for lo and very lo option as

they are not that much concerned about the licensin" process as it is not that tou"h

and some of the product doesnJt requires any type of license-

#= 4arranty Period

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&abular form0

Hery 8i"h

8i"


9? 9E E < >

Interpretation0


decision of the S(id Steer +oader in terms of arranty period parameter is very

hi"h as >= out of :6 construction companies have rated for very hi"h and hi"h

option as they are investin" 9: to


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&abular form0

Hery 8i"h8i"h Avera"e +o Hery +o

@ 9? months and even earlier if required-

#ein" an e.cellent quality product in the se"ment it is lac(in" in various fields ofmar(etin" hich is eventually a loss and bi" threat for *ohn !eere in Indian

'ar(et- &hey should come up ith ne mar(etin" strate"ies and promote their

product in such a ay that the efficiency and productivity should be hi"hli"hted-

'ar(et in current situation has been ell captured by *2# and &ere.- *2# have

created a monopoly in the minds of people that *2# canJt be replaced by any

other product- &he Price comparatively is ay to loer by > to 7 la(hs and doesnJt

have more than : applications-

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L#M#TAT#O$S

As the project involved the mar(etin" research usin" questionnaires% vies e.pressed by

the respondents are confined to the elements of questionnaire- #ut I tried to "et more

information throu"h "eneral questions so that I could reach at the clear picture of the

situation-

#eteen the sender and the receiver% due to differin" perceptions% communication errors

in the form of miscomprehension% selective perception etc- creeps in- In this case too%

these ere unavoidable% and thus mi"ht have added to sli"ht inaccuracy in my results-

All customers are not ali(e- &hus the results may not hold true for every individual-

In some instances respondents may not have revealed the truth-

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*ha


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&he project started ith the intension to find the best mar(etin" strate"ies for

the S(id Steer +oader hich is construction equipment- 2ompany provided me

ith the data base of to hundred and fifty constructions company detail% from

hich I selected only fifty companies- &hese 2ompanies are usin" more than

one brand of SS+- !ata collection as done by cold callin"% mails and informal

C formal meetin"s- After that analy/in" part as done from hich e

concluded that thou"h bein" a quality product% in India *ohn !eere needs to

or( on their promotions and pricin" strate"ies- Promotions as in

advertisement% e canJt see any of them on television or any #illboards- Prices

of the *ohn !eere SS+ are more if compared to other product- In Indian 'ar(et%

if e tal( about current situation then e can see that *2# and &ere. has

created a bi" impact on consumers here throu"h their advertisement and less

prices% hich has also created a "reat amount of "oodill in India- &hus% as per

my su""estion they should reduce the prices and see to that "ood promotions

throu"h advertisement is done that can hi"hli"ht their products efficiency and

productivity-

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#iblio"raphy

4ebsites0

-deere-com

-indo"roup-asia

-"oo"le-com

-i(ipedia-com

#oo(s0

2- R- 1othari C Research 'ethodolo"y

2ompany +iterature0

*ohn !eere #rochures

Indo $roup #rochures

Printed +iterature from *ohn !eere India

48
http://www.deere.com/http://www.indogroup.asia/http://www.google.com/http://www.wikipedia.com/http://www.deere.com/http://www.indogroup.asia/http://www.google.com/http://www.wikipedia.com/


49/50

AnneBures

Duestionnaire

A2 Personal Details=

3ame of the Firm0 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

3ame of the Oner0 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

5stablished Since0 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

2ontact !etails0 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

Sector of Operation0 VVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVVV

!2 :uestionnaire=

9G 4hich of the folloin" brandbrands of SS+ are you usin"

aG *ohn !eere bG &ere. cG 2aterpillar dG Others0 VVVVVVVVVVVVVVV


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>G 8o much ould you rate on folloin" parameters related to purchasin" decision of

SS+

Please "ive your ratin" on the scale of 9 to :% here 90 very +o% >0 Avera"e ) :0 Hery

8i"hG

Sr-

3o-Parameters

Ratin" on the scale of :

Hery

8i"h

:G

8i"h

7G

Avera"e

>G

+o

Documents

Final Status